Ben Goodale, Managing Director, .99,
says “Our aim was to create a step-change for the
business, whilst clearly outlining the practical innovation
TOWER has made to the New Zealand insurance category over
the years.”

This campaign introduces a new brand
character – the Lighthouse Keeper who offers Kiwis helpful
knowledge and tips about TOWER’s products and services
that mean they are better protected.

This draws on the
lighthouse symbol (present in the company’s logo) and
shows New Zealanders how TOWER has been looking out for them
since the days their lighthouses were used to safely
navigate sailors back home. The lighthouse is symbolic of
being a beacon of assurance, peace, direction and hope.

Mark Savage, General Manager – Customer Proposition,
TOWER, says, “The Lighthouse Keeper is the perfect
metaphor to bring to life our brand proposition. TOWER has
been looking out for New Zealanders and the things that are
important to them for over 150 years. Our philosophy is
closely intertwined with everything a lighthouse stands for
- looking out for people and helping them avoid trouble with
early warnings of danger and peril.

“In short, we’re
the brand that will do everything we can to help you avoid
getting into that situation in the first place, and look
after you if the worst happens,” concludes Mark.

Ben
Goodale adds, “We’re confident this campaign will
clearly differentiate TOWER and their heritage in the New
Zealand marketplace. The Lighthouse Keeper is a great
campaignable champion that will drive customer engagement,
it’s also a lovely juxtaposition of brand and retail
techniques - a real sweet spot for .99.”

The launch TVC
directed by Steve Saussey from Stuff & Nonsense and produced
by Blockhead, goes to air on 16 March 2014 supported by a
through the line campaign.

You can view the 30 second
TOWER insurance brand ad here
and the 45 second ad here.

About .99Established
in 2003, .99 is now widely regarded as the leading retail
specialist advertising agency in New Zealand, with a team of
120 staff providing creative ideas and production services
to more than 15 of the country’s top retail brands. In
2013, .99 merged with pre-eminent, award winning one-to-one
specialist agency, justONE, creating a combined entity that
also offers expertise in CRM, loyalty, database marketing
and more. Both are part of the Clemenger Group,
Australasia’s largest, most successful marketing
communications company comprising more than 50 diverse
advertising, marketing and related specialist units in
Australia and New
Zealand.

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